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B2C Diary December 2023

December at Square in the Air was filled with festive cheer as well as plenty of hard work across clients as we ended 2023 on a high. From jetting over to Hong Kong to promote two of their biggest race days, to filming with influencers and some big names in the darts and racing worlds, December was another memorable month for SITA’s B2C team.

17/07/2024
HKJC

Promoting Hong Kong International Races

The eyes of the racing world turn to Hong Kong during the LONGINES Hong Kong International Races week in December, a key event in promoting the best racing Hong Kong has to offer.

To ensure a significant media spread, we hosted a string of top-tier titles including the Sun, Mirror, Star and Sporting Life on-site. We also had boots on the ground, managing HK Racing social media channels, covering the event for City AM, and creating many releases for UK and global media. As a result, we secured over 150 pieces of quality coverage reaching a global audience of over 350 million racing and sports fans.

And the racing didn’t disappoint either. Both the International Jockeys’ Championship (IJC) at Happy Valley and HKIR at Sha Tin provided big results for the locals, with jockey Vincent Ho becoming the first local rider to win the IJC, while he also rode HK champion Golden Sixty to a third G1 Hong Kong Mile success.

Fairplay

Hitting The Bullseye with Fairplay Exchange

Ahead of the PDC Darts World Championship – a major annual event drawing a million eyeballs every day – we created a series of engaging social videos for our client Fairplay Exchange to give them a voice during a peak time for sports betting.

Working with stars of the oche and the dinner table, we paired darts legend and former five-time World Championship semi-finalist Wayne Mardle, with ‘the voice of darts’ Russ Bray and TikTok sensation Big John ‘the Boshmaster’ Fisher to create a series of truly unique challenges – mimicking the gamified nature of the Fairplay App.

Big John’s 237k TikTok followers are well aware of his love of Chinese food, so, obviously, what better match than to challenge him to a series of food versus darts challenges. Grilled turnip cubes anyone?

HARRY COBDEN

Filming with Harry Cobden

A month after announcing Harry Cobden as a new Planet Sport Bet ambassador, we headed to Newbury Racecourse to film a series of social videos with the leading Jumps jockey.

Content curated and filmed included a piece on getting to know Harry, a Mastermind style quiz, and several pieces on his key rides over the festive season.

With Harry having so many important rides over Christmas, it was content that did particularly well, raising the profile of a comparatively new betting platform.

TIMEFORM AWARDS

Increasing the rating of the inaugural Timeform Awards

We were privileged recently to work with Timeform on their inaugural Timeform Awards, celebrating the year’s highest-rated racehorses.

We gained coverage across industry and national titles and helped to position the awards as a real industry front-runner through a series of award preview and winner releases. In addition, we designed plaques for the winners and arranged for them to be sent to the winning yards.

This was part of our wider work with Timeform/Sporting Life in December around amplifying their work within the media, by promoting their renowned and respected analysis and ratings as well as maximising the reach of their existing content.

HKJC

Promoting Hong Kong International Races

The eyes of the racing world turn to Hong Kong during the LONGINES Hong Kong International Races week in December, a key event in promoting the best racing Hong Kong has to offer.

To ensure a significant media spread, we hosted a string of top-tier titles including the Sun, Mirror, Star and Sporting Life on-site. We also had boots on the ground, managing HK Racing social media channels, covering the event for City AM, and creating many releases for UK and global media. As a result, we secured over 150 pieces of quality coverage reaching a global audience of over 350 million racing and sports fans.

And the racing didn’t disappoint either. Both the International Jockeys’ Championship (IJC) at Happy Valley and HKIR at Sha Tin provided big results for the locals, with jockey Vincent Ho becoming the first local rider to win the IJC, while he also rode HK champion Golden Sixty to a third G1 Hong Kong Mile success.

HARRY COBDEN

Filming with Harry Cobden

A month after announcing Harry Cobden as a new Planet Sport Bet ambassador, we headed to Newbury Racecourse to film a series of social videos with the leading Jumps jockey.

Content curated and filmed included a piece on getting to know Harry, a Mastermind style quiz, and several pieces on his key rides over the festive season.

With Harry having so many important rides over Christmas, it was content that did particularly well, raising the profile of a comparatively new betting platform.

Fairplay

Hitting The Bullseye with Fairplay Exchange

Ahead of the PDC Darts World Championship – a major annual event drawing a million eyeballs every day – we created a series of engaging social videos for our client Fairplay Exchange to give them a voice during a peak time for sports betting.

Working with stars of the oche and the dinner table, we paired darts legend and former five-time World Championship semi-finalist Wayne Mardle, with ‘the voice of darts’ Russ Bray and TikTok sensation Big John ‘the Boshmaster’ Fisher to create a series of truly unique challenges – mimicking the gamified nature of the Fairplay App.

Big John’s 237k TikTok followers are well aware of his love of Chinese food, so, obviously, what better match than to challenge him to a series of food versus darts challenges. Grilled turnip cubes anyone?

TIMEFORM AWARDS

Increasing the rating of the inaugural Timeform Awards

We were privileged recently to work with Timeform on their inaugural Timeform Awards, celebrating the year’s highest-rated racehorses.

We gained coverage across industry and national titles and helped to position the awards as a real industry front-runner through a series of award preview and winner releases. In addition, we designed plaques for the winners and arranged for them to be sent to the winning yards.

This was part of our wider work with Timeform/Sporting Life in December around amplifying their work within the media, by promoting their renowned and respected analysis and ratings as well as maximising the reach of their existing content.

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